How Consumer Psychology creates communication and marketing success

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The mission of communication and marketing is to influence behavior. Understanding what it is that influences human behavior is the domain of psychology.

Every step in the communication, marketing, and sales process contains consumer psychological touch-points that make the difference between success and failure.

Identifying Behavioral Influence

Behavior results from the consumers’ psychological and emotional response to concepts, product, brand, and communication.

Consumer psychology applies techniques used in clinical psychological practice to identify these responses, even those experienced unconsciously. 

This process reveals the criteria that consumers use make judgments and identifies the emotions that cause them to act.

Applying Psychological Insights

Every consumer act is a psychological event. For marketing and communication strategies to be successful, they must be built on a foundation of in-depth psychological understanding of customers and prospects.